RFP WTF?! …and it’s ONLY the Beginning

Choosing the right event manager is a high-stakes decision that can make or break your event—and your professional reputation. It’s easy to feel overwhelmed with countless proposals, varying price points, and grand promises. But finding the right event manager is more than just finding someone who can execute your vision; it’s about identifying a strategic partner who collaborates with you, ensuring every detail aligns with your goals.

One powerful tool in this selection process is the Request for Proposal (RFP). But WTF is an RFP, exactly?

In essence, an RFP is a formal document that outlines your event’s requirements and invites potential event management companies to submit proposals outlining their services, approach, and pricing. It serves as a crucial communication tool, allowing you to clearly articulate your needs and expectations while enabling potential partners to showcase their capabilities and demonstrate how they can meet your specific requirements.

Think of it like a first date but with higher stakes. It helps you get to know potential partners better – their skills, their style, their experience. But just like dating, it’s crucial to ask the important questions upfront. You don’t want to find out six months down the line that they have a crippling fear of balloons or think a DJ playing polka music is the pinnacle of entertainment. (Or, in event terms, that they have zero experience with outdoor events or think a buffet is a totally acceptable idea for a VIP black tie gala.)

1. Strategic Soul Searching: Before you even think about an RFP, you need to get strategic about your event. What are the core objectives? What are your non-negotiables? What does success look like? This clarity forms the foundation of your RFP.
2. Crafting the RFP: This is where you lay it all out – your event goals, target audience, budget, and specific requirements. Don’t shy away from the nitty-gritty. Do they have experience with events of your size and type? What’s their approach to sustainability? What’s their contingency plan for unexpected disasters (like a sudden hailstorm or a keynote speaker who goes rogue)? Think of your RFP as your event’s strategic roadmap, designed to attract partners who can help you reach your destination.
3. Targeted Outreach: Distribute your RFP to a carefully curated list of event management companies. Do your research and choose companies whose expertise aligns with your event’s vision and strategic goals.
4. The Proposal Parade: Companies review your RFP and submit their proposals, showcasing their understanding of your objectives, their unique approach, and how they’ll measure success.
5. Strategic Evaluation and Rendezvous: Time to compare proposals with a critical eye! Look beyond just the price tag. Consider their creativity, relevant experience, and strategic fit. Schedule meetings to delve deeper into their proposed approach and assess their communication style and collaborative spirit.
6. Choosing Your Strategic Partner: This is where your gut feeling meets your strategic analysis. Select the partner who not only understands your vision but also demonstrates the strategic thinking and collaborative approach needed to achieve your event objectives.

• Clarity is Queen (or King!): It forces you to define your needs and expectations, leaving no room for assumptions or misunderstandings.
• Apples to Apples Comparison: It allows you to compare different event companies fairly, based on their responses to your specific requirements.
• Finding Your Perfect Match: It helps you identify event planners with the right experience, expertise, and creative spark for your event.
• Saving Time and Money: By being upfront about your needs and budget, you avoid wasting time with vendors who aren’t the right fit.

Okay, let’s roll up our sleeves and get down to the nitty-gritty of crafting a killer RFP. Here’s a breakdown of the key sections:

• Type of Event: Be specific! Is it a conference, gala dinner, product launch, festival, or something else entirely?
• Date(s) and Time(s): Provide the date(s) and time(s) of your event, including any setup or breakdown days. If your dates are flexible, mention that.
• Location: Specify the city and, if known, the preferred venue type (hotel ballroom, conference center, outdoor space, etc.). If you’re open to suggestions, let them know!
• Target Audience: Who are you trying to reach? How many attendees are you expecting? What are their demographics and interests? (e.g., “We’re targeting 200 young professionals in the tech industry.”)
• Desired Outcomes: What do you want your attendees to experience, learn, or feel? What’s the overall impression you want to create? (e.g., “We want attendees to feel energized and inspired by the latest innovations in AI.”)

• Big-Picture Goals: What are the overarching goals of your event? (e.g., increase brand awareness, generate leads, launch a new product, foster community, raise funds for a cause).
• Measurable Objectives: How will you measure the success of your event? Be specific and quantifiable. (e.g., “Generate 100 qualified leads,” “Increase social media engagement by 20%,” “Raise $50,000 for charity”).

“Plans are nothing; planning is everything.” — Dwight D. Eisenhower

• Demographics: Provide detailed information about your target audience: age, gender, occupation, interests, income level, etc.
• Needs and Expectations: What are your attendees hoping to gain from the event? What are their priorities? What kind of experience are they looking for? (e.g., “Our attendees are looking for networking opportunities, hands-on workshops, and inspiring speakers.”)

• Be Transparent: Provide a clear and realistic budget range for the entire event.
• Breakdown Costs (if possible): If you have specific budget allocations for different aspects of the event (e.g., venue rental, catering, entertainment), include those.
• Funding Sources: If applicable, mention any sponsorships or grants that will contribute to the event budget.

• Detailed List: Clearly outline all the services you need from the event management company. Be specific!
  • Venue Sourcing: Do you need help finding and securing a venue?
  • Catering: What type of catering do you envision (buffet, plated dinner, cocktail reception)? Do you have any dietary restrictions to consider?
  • Entertainment: Do you need musicians, speakers, performers, or other entertainment?
  • Technology: What tech needs do you have (audio-visual equipment, Wi-Fi, registration software, event app)?
  • Marketing and Promotion: Do you need help with marketing your event (website development, social media campaigns, email marketing, PR)?
  • On-site Management: Who will be responsible for managing the event on the day (registration, logistics, troubleshooting)?
  • Post-event Activities: Do you need assistance with post-event tasks (surveys, data analysis, reporting)?

“It’s not the answers that enlighten, but the questions.” — Eugene Ionesco

• Critical Dates: Provide a clear timeline for the entire event planning process, including key milestones and deadlines.
  • RFP Issue Date
  • Proposal Submission Deadline
  • Contract Signing
  • Venue Selection
  • Marketing Launch
  • Registration Deadline
  • Event Date
  • Post-event Reporting

Crafting a killer RFP is a crucial step, but it’s only the beginning of your journey to event success. An RFP is just the starting point. It’s your first step toward discovering the ideal event management partner who can bring your vision to life. 

To go beyond the RFP you need to delve deeper into the selection process, and make an informed decision that aligns with your strategic goals and ensures a successful event partnership. These include:

• Experience & Expertise: In the realm of event management, experience undeniably holds weight. However, it’s not merely about the number of years an agency or individual has been in the business. The true value lies in the relevance of their experience.
• Meeting the Team: In the world of event management, the team assigned to your project can make or break its success. Don’t be swayed solely by the agency’s polished pitch or impressive portfolio. It’s crucial to go beyond the surface and meet the individuals who will be directly responsible for bringing your event to life.
• Communication & Collaboration: In the fast-paced and often unpredictable world of event planning, effective communication and collaboration are paramount. A successful partnership with your event management team hinges on their ability to not only execute your vision but also to foster a transparent, responsive, and collaborative working relationship.
• Creativity & Innovation: In the competitive landscape of events, standing out from the crowd requires more than just flawless execution. It demands a spark of creativity and innovation that captivates attendees and leaves a lasting impression. When evaluating potential event management partners, look beyond their ability to follow a checklist; seek those who can infuse your event with fresh ideas and innovative solutions.
• Flexibility & Adaptability: Even the most meticulously planned events can encounter unforeseen challenges. A speaker might cancel at the last minute, a technical glitch might disrupt the program, or inclement weather might force a change of venue. In these moments, the true mettle of an event management team is revealed. When evaluating potential partners, prioritise flexibility and adaptability as essential qualities for navigating the unpredictable nature of events.
• Client References & Testimonials: While an event management company’s marketing materials and proposals can paint a rosy picture, the true measure of their capabilities lies in the experiences of their past clients. Client references and testimonials offer invaluable insights into their performance, work ethic, and overall ability to deliver on their promises.
• Transparent Pricing & Value: Pricing can often be a complex and convoluted landscape. Agencies may employ various pricing models, bundle services together, or include hidden fees that can significantly impact your overall budget. As an in-house event manager, it’s imperative to demand transparency and clarity from potential partners to ensure you’re making an informed decision that aligns with your financial goals.
• Technology & Tools: In today’s digital age, technology plays a pivotal role in streamlining event planning, enhancing collaboration, and unlocking valuable data-driven insights. When evaluating event management partners, it’s crucial to assess not only their technological capabilities but also their strategic approach to leveraging those tools, including the intelligent use of AI, to truly elevate your event.
• Personality Fit: While technical expertise, transparent pricing, and cutting-edge technology are essential, a successful event management partnership also hinges on the human element. Finding the right personality fit ensures a collaborative and enjoyable working relationship that can withstand the inevitable challenges of event planning.

Want to make sure you’re making the best choice? We’ve got you covered. Our guide, “From In-House to Outsourced: A Corporate Professional’s Guide to Strategic Event Partnerships”, goes beyond the basics of the RFP. This in-depth resource will give you insider knowledge on not just writing an effective RFP, but also uncovering the crucial elements that turn a good event into a showstopper. From selecting the right partner to aligning with your event’s goals and objectives, you’ll find everything you need to ensure success.

When it comes to responding to your RFP, MB Squared doesn’t just check the boxes—we go above and beyond to ensure your event stands out. With years of expertise, we know that an RFP is more than a formality; it’s a roadmap to creating an extraordinary event. Whether you’re seeking help with venue sourcing, on-site logistics, or full-scale event management, we bring tailored solutions that meet your needs and exceed expectations.

At MB Squared, we’ve mastered the art of interpreting RFPs to deliver high-impact results. Our strategic approach ensures you’ll get a partner who listens, understands your goals, and brings creative problem-solving to the table. Our extensive network of suppliers and innovative event technology means that we can take your vision and execute it with precision, no matter the timeline or budget constraints.

Why is selecting the right event manager so important?
Choosing the right event manager is crucial because they aren’t just executing tasks—they’re your strategic partner. Their role directly impacts your event’s success and your professional reputation. The right manager will collaborate with you, align with your goals, and handle every detail, while the wrong choice can lead to costly mistakes and stress.

How can I determine if an event manager has relevant experience?
Look for experience that aligns with the size, complexity, and audience of your event. Don’t just rely on their years in the industry—ask for case studies or testimonials that showcase their success in events similar to yours. This will give you a clearer picture of their ability to meet your specific needs.

What should I look for in an event manager’s communication style?
A good event manager should be responsive, proactive, and a great listener. Assess how quickly they respond to your inquiries and how well they keep you updated. Meeting the specific event manager you’ll work with helps ensure there’s a personality match and a clear communication plan, especially on event days.

How can I evaluate an event manager’s creativity and problem-solving skills?
Ask for examples of how they’ve handled unexpected challenges in previous events. You can also present a hypothetical scenario relevant to your event and observe how they respond. This will help you assess their creativity, adaptability, and ability to think on their feet.

What are the red flags to watch out for when selecting an event manager?
Be alert for vague proposals, poor communication, overpromising, and outdated systems. If the event manager is unresponsive, uses confusing language, or avoids specific questions, these are warning signs. Additionally, high staff turnover and sudden changes in personnel can indicate deeper issues that could affect your event.

How do I know if an event manager’s pricing is transparent and fair?
Request a detailed breakdown of their pricing structure, including any potential hidden fees. Focus on the value they provide beyond the cost—such as strategic guidance, creative input, and access to exclusive resources. Ensure you’re comparing similar services when evaluating different proposals.

What role does technology play in event management?
Modern event managers should use advanced project management tools, data reporting systems, and event technology that enhances communication and provides real-time insights. Ask about their tech stack, client access, and how they use technology to improve event outcomes. Also, ensure they provide adequate training and support.

How important is personality fit when selecting an event manager?
Personality fit is crucial because it affects your working relationship. A good rapport leads to smoother collaboration and better results. Engage in informal conversations, observe their communication style, and trust your instincts—if you feel comfortable and aligned with them, it’s a strong indicator of a good fit.

How can I ensure the event manager can handle last-minute changes?
Ask about their experience with unforeseen challenges and how they adapt to last-minute changes. A reliable event manager should have a structured approach to problem-solving, maintain calm under pressure, and be able to pivot quickly without compromising the event’s quality.